Case Study – Spotlight on Chicken Pizza
Rusty’s Pizza – Spotlight on Chicken
Rusty’s pizza is a successful Pizza takeaway in Macksville on the New South Wales north coast. It is a family owned and operated business founded by Simon Craven.
Rather than get caught up in discounting and devaluing his product, Simon focuses on excellence in customer service. His pizzas are delicious, but the value proposition is the care and attention Rusty’s give their customers.
Rusty’s tasked Webhead with creating a integrated marketing campaign around Rusty’s delicious chicken pizzas to tempt customers to try a new flavour and increase the frequency of their visits to Rusty’s Pizza.
Using Story to Spotlight Chicken
Simon’s original idea was to have a chicken in the spotlight centre stage on a flyer and to distribute this locally. We felt if we could make a character out of the chicken it would make the artwork more engaging so we set about creating a chicken called ‘Chester’.
Chester the chickens story is simple. He wants to hide because we want to eat him.
Telling Your Marketing Story Visually
The artwork for Chester is deliberately playful. We incorporated a picture of Simon in his delivery car chasing the chicken to convey the fact that Rusty’s deliver and reinforce the brand (the car is plastered in Rusty’s stickers).
Variations on a Winning Theme
With the primary artwork set, we created several variations for both print and digital including an animated version for Rusty’s Pizza website. A5 newspaper insert, promo cards, A1 posters, stickers and even a billboard poster.
On the website artwork, we replaced ‘Chester’ with a cutout and invited customers to identify where ‘Chester’ was hiding on the website when they placed their order to win a free garlic bread. This invitation was also extended to all printed artwork to drive customers to the website and specifically, to get them browsing the flavours available.
Building A Database
Rusty’s do not have a customer database so we also added a simple competition for Facebook, and web inviting people to ’Subscribe to win a FREE pizza Party Pack’. This offer is also repeated in-store with a box on the countertop and simple slips customers can fill in.
“Timing has worked out well as printing arrived this morning. So we’ll launch with gusto tonight. Banner & window sign will arrive next week. I think we have turned a pretty lame idea (mine) into a good looking campaign.”
Simon Craven – Rusty’s Pizza